Absolut Pride

Absolut has been an LGBTQ ally since 1981. So when Pride rolls into Toronto, Absolut is there.

2016

“Can we ride them?”

That was my first response when my partner (the incomparable Dan Lam) and I were tasked with coming up with ideas that incorporated 2015’s main attraction –Maylee Todd’s Absolut Unicorns. Thus began months of vetting and selecting artists to create a surreal environment that our fans would line up around the block for. And line up they did…

2017

When 2017 Pride came across our plates, we were tasked with a smaller portion of the overall campaign. Two social posts, one to highlight Absolut's dedication to and support of the LGBTQ communities and one to showcase the Absolut Mix bottle, were requested. For the first, we wanted to tell the story of how the Pride rainbow doesn't discriminate and is all about inclusivity. The images needed to be bright and use as much natural light as possible, so we came up with the idea to use a prism to project a refracted rainbow across a diverse group of people in poses that would show off the feelings of love and acceptance that surrounds Pride. For the second post, we tried to incorporate the Absolut Mix bottle, a few Absolut recipes, and the rainbow colour scheme. This post featured glasses of all shapes and sizes, to display the diversity that Pride champions so much.